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Big data &

cross-platform analytics MOOC lectures Pr. Clement Levallois

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A primer on network analysis for business

• Network - A dataset made of entities and their relationships

• Quasi synonym:

– Graph

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This is a network

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Social networks

Source: http://www.minanacheva.com/getting-visual-with-facebook-data/

Network of friends on Facebook

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But also network of products

Source: http://arxiv.org/abs/1111.3919

“Recipe recommendation using ingredient networks”

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Or network of terms in a text

“Journal Editorials give indication of driving science issues” Source: http://www.nature.com/nature/journal/v463/n7278/full/463157a.html

Visualization created with VosViewer http://www.vosviewer.com

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Networks can be huge

50,000 Twitter accounts of Swedish speakers Source: http://twittercensus.se/graph2013/

In a non visual way: “The Anatomy of the Facebook Social Graph” (2011) -> study of 721 million active Facebook users and the 69 billion friendship links connecting them

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A note on the terminology X Y

A “node” (also called a vertex, plural vertices).

An “edge” (or a tie, or a link…)

A directed network (the direction of the relation matters)

An undirected network (the direction of the relation does not matter)

A weighted network (the edges have a “strength” represented by a numerical value)

3

Y was born in … Y’s marital status is … Y’s latitude is … Y’s longitude is …

Nodes attributes (NB: edges can have attributes too!)

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Networks: what use for business?

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Segmentation

Same network, with segments highlighted Car drivers and their similarities

Families with young children

Single men with sports tastes Professionals who need pick-ups

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Finding key players

Same network, with key players highlighted A social network

Key player?

Gate keeper?

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Understanding info spread

1. initial tweet

2. one retweet

3. retweets of the retweet

4. 3rd degree of propagation Initial tweet: @seinecle: “sentiment analysis on Twitter for free... finally put back online:t.co/YnAkiEIROq”

Service provided by http://wdmtg.com

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Full dynamics, incl. for large networks Video of the Dutch interbank money market: all transactions, 2008-2013. http://youtu.be/YvauCrHGWYc

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Network visualizations in these slides were created with:

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This slide presentation is part of a course offered by EMLYON Business School (www.em-lyon.com) Contact Clement Levallois (levallois [at] em-lyon.com) for more information.